Generate inks deal with Divide

Duo to develop digital programming

Jordan Levin-topped Generate has inked a deal with Divide Pictures, co-founded by “Heroes” thesp Milo Ventimiglia and producer Russ Cundiff, to develop digital programming aimed at the young male demo.

The two companies will co-produce sponsored content that Divide will originate, working out of Generate’s Santa Monica offices.

Deal marks a reunion of sorts between Levin and Ventimiglia. Levin, who co-founded Generate in 2006 and took on the formal title of CEO in 2008, was hired by the then-fledgling WB Network in 1994 and served as prexy and then CEO from 2001-04, during which time Ventimiglia was co-starring on “Gilmore Girls.”

Generate and 5-year-old Divide have similarly developed advertising and entertainment projects, including separate partnerships with American Eagle. Divide recently began production on scripted digital series “Ultradome,” while Generate this summer sold web series “The Lake” to TheWB.com, with an Aug. 10 debut scheduled.